4 Factors You Need To Know About Nano To Mega Influencers
Picture courtesy: socialmediaweek.org
The history of Influencer Marketing can be traced back to the 20th century. Over time, the concept has evolved for the better. Today, it not only employs generating leads but also to create brand awareness and convey the brand’s message.
Influencers can be anyone from celebrities to famous people to regular people with influence and just about anyone as long as they have a sizable social media following. However, the amount of followers further categorizes them into the following categories –
- Nano Influencers: Nano influencers are influencers with less than 10,000 followers on any social media handle, preferably Instagram.
- Micro-Influencers: Micro-influencers have followers anywhere between 10,000 to 100,000 and have a considerable impact.
- Macro Influencers: Macro influencers have anywhere between 100,000 to 1 million followers on any social media platform.
- Mega Influencers: Mega influencers have 1 million followers or more on social media. Hence anyone with one million-plus comes under the category of mega influencers.
A lot of social media-based marketing has been overtaken by influencer marketing and is now spread across multiple mediums.
Confluencr, influencer marketing agencies have made their way through to connect any brand/company with influencers who can market them through influencer marketing campaigns.
As of 2020, influencer marketing as an industry is valued at more than $10 billion, and it is expected to keep rising.
One of the critical ways to grasp this concept is to understand the various levels/types of influencers on the internet.
The recent categorization of influencers based on social media followers and reach is:
- Nano Influencers
They are known to influence a small group of people due to their high and constant interactions with their followers.
While their reach in terms of numbers is less, their impact is high since they influence small groups and people they already know.
Nano influencers are known to be niche specific influencers hence target audiences that pertain to that particular field. This makes them more reliable and impactful.
People are more likely to act on the suggestion by a familiar face than on a celebrity. More so, making nano influencers a pick for brands that want some sure shot results, especially from within a specific community of people.
Since they don’t have either a very big or a very small reach, it can be deemed as considerate enough for a lot of brands.
Micro-influencers are often used for marketing for brands looking to target a specific group of people and are entirely focused on unique ways to market as per brand and target audience.
They also create content for brands they market, and hence this type of marketing becomes more of a personal affair affecting the brand in the best way possible.
Micro-influencers target a specific audience in a particular field and hence are known to make relevant content that can benefit any brand of the same industry.
Micro and nano influencers also engage in a barter system or a promotion for promotion system where they promote another brand/influencer in exchange for being promoted by them.
- Macro Influencers
They are known to hold the middle ground in the influencer game since they are tied up with large audiences and smaller ones.
Macro influencers are often very organically built people on the internet; hence their impact is quite genuine. Brands usually hunt for macro-influencers to reach both a big audience and a specific audience.
A lot of influencer marketing agencies represent macro-influencers as compared to nano and micro-influencers, who most often work on their own.
Picture courtesy: searchenginejournal.com
- Mega Influencers
Mega influencers are in all senses, which we call celebrities. These can be actors, actresses, famous personalities, YouTubers, singers, and more. Mega influencers are probably the most expensive influencers to get through to for marketing purposes.
Many renowned brands get in touch with mega influencers since they have a huge reach, and if they are a celebrity, marketing through them is more beneficial in terms of visibility and reach. However, the engagement rate of Mega influencers is often extremely low.
Such influencers tend to have more fans than followers and a lesser intimate relationship with their followers than other influencers. Moreover, since they are trendy people, they are heavily monitored, and any slip up can cost a brand a lot of bad publicity.
They, too, have influencer marketing agencies backing them up, but most mega influencers hold a celebrity status; hence their way of working is very different.
Marketing through mega influencers has also been termed as endorsements due to the people that fall under this category.
Since influencer marketing blew up as a popular yet convenient social media marketing tactic, the uprise in influencer marketing agencies has cemented this concept into the marketing scenario.
From nano to micro to macro to mega, all influencers are bound into this complex structure of promoting and creating an impact.
Hence, as mentioned earlier, influencers do run social media.
Vinay Bhandari – I believe that every business has a story and I thrive to tell that story to the world through my writing. I have been writing for influencer marketing for a long time and have grown exponentially with the industry. With Confluencr, I have learned that quality content + targeted marketing can do wonders to not only businesses but to any individual.